Hyundai is taking one of the Internets breakout artists, Pomplamoose, into mainstream media with a winter marketing campaign featuring new music from the popular YouTube duo. Pomplamooses Jack Conte and Nataly Dawn recorded three new covers of traditional holiday favorites for the campaign. Deck the Halls is the theme for a new Genesis spot announcing a lease offer of just $399 per month. Up on the Rooftop is the soundtrack for an all-new 2011 Sonata spot introducing a $199 per month lease special. And Jingle Bells is used in several spots featuring deals on Accent, Elantra and Santa Fe. The campaign kicked off November 22 and runs through January 3, 2011.
Traditional holiday campaigns are like wallpaper. We asked our agency of record, Innocean, to find something that would stand out. This interesting YouTube sensation, Pomplamoose, intrigued us from the onset, and were delighted by the distinct, fresh sound they add to our creative, said John Krafcik, president and CEO, Hyundai Motor America. With the open, honest dialogue created through our recent Uncensored campaign still fresh in consumers minds, this effort adds charm and warmth along with amazing deals for car buyers. The integrated campaign will tie all marketing channels and leverage the built-in audience that Pomplamoose has amassed through their video songs.
Conte and Dawn are featured playing instruments and singing in all of Hyundais holiday advertising. Their music combines Dawns warm vocals with Contes musical talent. Every instrument in their music is performed individually and then mixed together in their video song style. The pair of Stanford University grads also edited the spots, ensuring they are authentic to Pomplamooses style.
The campaign is completely integrated across all marketing levers:
– TV
– Radio
– Digital: Banners, Tout and Hyundai.com
– Point of Sale Kits
– Social: YouTube, Facebook postings
– CRM: email and direct mail
Several variations of the spots can be viewed on Hyundais YouTube channel: http://www.youtube.com/hyundai or downloaded at HyundaiNews.com. For full details of Hyundais winter campaign, visit www.HyundaiUSA.com.